The news could also be a boon to Apple TV, Roku, and other
streaming set-top boxes. Many cable channels like HBO and ESPN
have streaming apps on these devices, but you still need a cable
subscription to authenticate access to them. And even then, not
all cable and satellite providers allow access to apps on set-top
boxes.

HBO's move signals a first step in "unbundling" its product from
cable. It's unclear if the standalone service will be the same as
HBO GO, which lets you stream shows as they air in addition to
watching full seasons of older shows, or if it will be a
stripped-down service that only allows you to watch select
content.

But it's a significant move into a future where many think TV
will distributed online rather than traditional cable and
satellite feeds. And set-top boxes like the Apple TV are at the
center of that. Apple has
been interested in TV for a while. CEO Tim Cook recently said TV
was "stuck back in the 70s"
in an interview with Charlie Rose. But we have yet to see a significant
upgrade to the Apple TV box since 2010.

That's likely because if Apple
really does have a grand vision for the future of television,
it'll need the cooperation of content providers. Apple had a deal
in the works with Time Warner Cable earlier this year,
according to Bloomberg, but that may have fallen through
after Comcast began the process to merge with Time Warner
Cable.

HBO has traditionally been
against breaking out its service online, but its announcement
Wednesday signaled the old way of thinking may be changing. And
that's really good news for Apple and others trying to shake up
the way we watch TV.